|Wednesday, 03 February 2010
by Nikki Schiavone
- Subject Lines – You never get a second chance
to make a first impression. A subject line is one of the first
opportunities to WOW your subscribers. Use this opportunity to be
creative, a bit avant garde, descriptive, authentic, and honest.
Want to know more about improving your subject lines?
- Opt-in Forms – Opt-in forms gather a
subscriber’s personal contact information. It’s important to place
opt-in forms on prominent areas of your website for optimal list
growth. Opt-in forms should affirm the type of email communications
that will be sent and disclose how email addresses will be
- Deliverability & Reputation – Work with a
professional email service provider that uses a stable
infrastructure (like Publicaster). Send your email to organically
opted-in email lists with a consistent mailing strategy for
improved email deliverability. Evaluate your performance, test your
campaigns, optimize your content and subject lines. Bottom line,
improve your deliverability and your reputation will follow
- Template Designs – Your email template is a
direct reflection of your website, your brand, and the personality
of your company. If your template looks stale, outdated, and
uninteresting, how does that make your brand look? Now is as good a
time as ever to put an end to stale templates and create fresh,
new-and-improved templates. In doing so, you’ll improve
click-through rates, deliverability, retention, and ROI.
- SWYN – Time to pull out the big guns,
marketers! It’s now easier than ever to increase your reach by
cross-pollinating both email AND social. Share With Your Network (SWYN) allows email
subscribers to easily share email content with their friends,
colleagues, and family on various social networks – all with the
click of a button. SWYN allows for your subscribers to be an
extension of your marketing team. It builds a social community for
your brand you never knew was there.
- Call to Actions – BUY. CALL. CLICK. READ.
OPEN. LISTEN. WATCH. Give your subscribers something do with the
emails you send. Make it clear why you are sending emails and what
specifically you want them to do when it hits their inbox. Be
explicit – again, make it easy. Need some ideas on how to keep it
fresh for 2010?
- Organic List Growth – Save the trees, use
email, grow it organically, and remember quality beats quantity any
day of the week. Send a welcome email after subscribers opt-in,
customize your content based on subscriber preferences, and give
your subscribers what they want. Check out what Support Director
Melanie Sims has to say about organic list growth the right way. Build your
list before the sale, attend events, host events, don’t be afraid
to use the phone, complement your email marketing communications
with other marketing communications.
- Frequency – It’s important to be smart with
the amount of emails you send. Overwhelming subscribers with
content typically doesn’t work and results in lower open
percentages over time. Be realistic and transparent about the
expectations of your email program. In the end your subscribers
will appreciate it, leading to happier clients and more
- Content – Having a great product or service to
market is fabulous, but actually being able to tell its story is
something different. Great content is what your subscribers are
looking for. Test out the layout of your content, change up your
authors, do some research on industry trends, educate yourself with
what your subscribers want, study buying habits, study engagement
habits, and try to change things up. The best problem to have is
TOO MUCH content; you can always take some away.
- TEST! – Email is an art not a science. It is
imperative that email marketers allot a significant amount of time
to create test lists to test content and campaigns. I recommend
using an email marketing tool that offers automated testing within
the application, like A/B split testing. A/B split testing allows
for marketers to select the best possible message to send
subscribers. By testing the content, from address, subject line,
images/copy, placement, call-to-actions, and layout, you’ll improve
your subscriber engagement, conversion rates, and ROI.